Well’s, a Portuguese pharmacy with stores all over Portugal, decided to launch a baby care private brand designed to explicitly emphasize the retailers brand positioning as an expert, with good quality products at great prices. The new line of products had to convey an image of credibility as well as tenderness to call the attention of consumers and make them trust and buy the products.

Agency FUEL Lisboa started by creating a graphic identity that is human to underline the emotional nature of a brand which needs to transmit comfort and security feelings. To achieve this, they created a family of animal characters, with names and personalities that match the categories of the brand’s products. Very delicate and love inspiring, these illustrations were created especially for Baby Well’s and its storytelling, helping to make it a visually stronger but emotional and relatable brand.
Focusing on the emotional nature of Baby Well’s brand, the design developed for Baby Well’s features a set of joyful animal characters, with proper birth names and personalities. These delicate illustrations, created especially for Baby Well’s and its storytelling, managed to increase the brand’s visual equity and make the brand more human, inspiring feelings of tenderness and protection.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.